Is the beer bong consistent with the surf chain's brand aspiration of playing a part in the lives of our youth? Photo: Supplied

For those of you who don't know what a beer bong is, it is a funnel attached to a length of plastic tube.

Beer is poured into the funnel which is held at full stretch above the head of the drinker, who sucks the beer through the tube at the other end. Gravity, and the differential pressure between the top of the funnel and the end of the tube, force-feeds the beer down the tube.

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What you can't do when drinking from a beer bong is stop the flow, so you effectively turbocharge your consumption of beer.

To be honest, I cannot think of any circumstance in which this is a good idea.

Moreover, the use of a beer bong requires the assistance of at least one other person, so the potential for peer pressure to indulge in irresponsible drinking games is high.

A quick internet search reveals scores of videos which demonstrate this point and more. In some cases the beer bong looks more like a tool for victimisation than a party trick, but when alcohol is involved, the line between the two can be very thin.

For a surfwear shop to sell these items surpasses comprehension.

It suggests the company thinks the irresponsible and excessive consumption of alcohol is the perfect complement to a day at the beach. It isn't.

Royal Lifesaving Australia's 2014 report showed that of the 266 victims of drowning in 2013-14, 81 per cent were male. Contrary to popular perception, all but 30 victims were aged over 14 years of age.

So the question for the management of City Beach is whether they have given the slightest scintilla of thought to the possibility that selling beer bongs in a surfwear store could contribute to people drowning.

When they've finished answering that, they might also want to ask themselves why they should sell an item that a pub or liquor store would be prohibited from selling under laws governing the responsible consumption of alcohol.

Finally, they might give some thought to whether selling beer bongs is consistent with their brand aspiration of "playing a part in the day to day life of Australia's youth culture and lifestyle".

There are very few opportunities for companies to make a genuine difference to the community. For City Beach, this is one such chance.

Let's hope they seize the opportunity, and remove these items from their stores right away.